At level one, ventures take sales orders and nothing more. Level two businesses understand that taking orders is insufficient and the person liaising with the customer must be armed with credible, reliable information to help the customer make choices leading to the sale. The third level truly begins the service journey: well-informed sales representatives who enhance the buying experience and seek post-sale feedback. This is not sporadic but generated from a carefully designed system of staff training, procedures and documentation. Thoughtfulness, time, money and follow-through are needed from the owner.

Level four is about offering superior post-sales care. This can lead to additional sales because trust and reliability are proven. The return is not immediate but differentiates the company for the long term. Few commit.

Knowing customers yearn for relationships and relationships are not always about money, level five corporations engage customers about their aspirations and fulfilment well beyond the sale and after-sale environments. They talk when a sale is not anticipated. It’s about conversation, not monologue. Formulaic emails are insufficient. These calls amaze customers for their rarity, and word of mouth proliferates. Lifetime loyalty is the result.

Now you have this tool. What is your company’s customer service rating?